After a two decade decline in volume sales and increasing rivalry from its sweet imported counterpart, it appears things are on the up for the humble spud.
Not only have volume sales of standard fresh potatoes increased by 0.5 per cent over the past year and three per cent over the last four years, volume sales of sweet potatoes fell for the first time last year.
Kantar Worldpanel’s 2018 figures reveal that after a period of favourability, volume sales of fresh sweet potatoes fell by five per cent last year to £74 million, making up just five per cent of volume in the potato market. Sweet potatoes sales skyrocketed when they first appeared on our shelves several years ago, with volume increasing by 40 per cent year on year at its peak in 2015.
Research carried out by the Agriculture and Horticulture Development Board (AHDB) indicates the shift in sales is due to consumer needs and attitudes.